Boston Bruins "Gifts" | Adweek
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Boston Bruins "Gifts"

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The Boston Bruins' guy in a bear suit (for better or worse, fast becoming a New England commercial icon of sorts) exchanges holiday gifts with star player Marc Savard in this cute spot, the latest in a series from Mullen. Who knew the big brute had so much seasonal spirit beneath his gruff hide? Savard, I mean. The bear, for all his bluster, always seems like a soft touch. Check out that big grin on the mascot's shaggy kisser as he nods and hands over his present! After receiving a Rolex, the bear gives Savard another player's jersey. Considering the center's recent scoring woes, maybe the team's trying to send him a message. Savard broke out of his funk this week. Thank goodness. It was getting unbearable for the local fans. --David Gianatasio